Services
SaaS
People sign up and never reach the thing that would have kept them. SaaS design is mostly about closing that gap.
Most SaaS products don’t lose people at the pricing page. They lose them in the first twenty minutes, somewhere between signing up and seeing the product do the thing they came for.
That gap is a design problem, and it’s rarely solved by a better landing page. It’s solved by changing what the product asks for, in what order, and how quickly it gives something back.
Trusted by
Signup is not activation.
A new account is worth nothing until the person reaches the moment your product earns its place in their week. Everything before that moment is cost, and everything in it should be in service of getting there faster.
So we work backwards from that moment. What has to be true for someone to reach it, what the product is currently asking for that doesn’t, and what can be deferred, defaulted or deleted. The answer is usually: most of it.
- 22 years designing digital products
- 200+ SaaS products shipped
- 100% of engagements include usability testing
What you get
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Onboarding and activation
The path from new account to first real use. We map what the product asks for, cut what can wait, and design the shortest honest route to value.
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Core workflow design
The screens people use every day rather than the ones they see once. A small friction repeated forty times a week is what makes someone evaluate alternatives.
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Information architecture
What lives where, what it’s called, and why someone would look for it there. SaaS products accumulate features faster than they accumulate structure, and this is where that debt gets paid.
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Dashboards and data views
Density, filtering, sorting, defaults and empty states. A dashboard is judged on whether someone can answer their question in one look, not on how much it displays.
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Design system
Components, tokens and patterns your engineers build from directly, so the product stays coherent as the team adds to it without you.
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Admin, settings and billing
The screens everyone postpones and everyone ends up needing. Done badly they generate support tickets permanently.
How it works
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01
Discovery
Your business model, your users, and where accounts currently stall. If you have product analytics we’ll read them; if you don’t, we’ll tell you what to start measuring.
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02
Research
Interviews with active users, churned users, and ideally people who signed up and never came back. That third group is the most informative and the most often skipped.
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03
Architecture
Flows, structure and naming, agreed before any visual design. This is where the activation path gets shortened.
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04
Design
Screens and states — empty, loading, error, partial, permission-denied — plus the component library behind them.
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05
Handoff and support
Specs, tokens and a walkthrough with your engineers, and we stay reachable through the build.
Questions
We already have a product. Is this a redesign?
Usually not, and usually it shouldn’t be. A full redesign is expensive, risky and disruptive to people who’ve learnt your product. More often the gain is in two or three specific flows — onboarding, the core daily task, and whatever generates most of your support tickets.
Where do you start if we don’t know what’s wrong?
With the people who left. Churned and never-activated users will tell you more in five conversations than a quarter of analytics, because they can say what they expected and didn’t find.
Do you work with our developers?
Yes. Most engagements hand off to an in-house team, with specs, a component library and a walkthrough. We stay available through the build because questions always come up.
Can you build it as well as design it?
Front-end, yes. We’d normally design and hand off to your team if you have one, since they’ll be maintaining it long after we’re gone.
We’re pre-launch. Is it too early?
It’s the cheapest point. The structural decisions that are expensive to change later are being made right now, and most of them get made by default if nobody makes them deliberately.
How long and how much?
A focused flow, four to six weeks. A full product, three to five months. We work to a minimum engagement so research and testing don’t get cut to fit a budget. A range on the first call. +91 85660 15214
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